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New Pinterest Feature Lets Brands Showcase What's Trending on Their Site

Pinterest released a new feature that allows brands to tap into the API and create dedicated pages on their websites that feature the latest trending pins around their brand. Pinterest is working with a handful of brands to test this feature.

Now, when you go to AllRecipes.com in search of Thanksgiving recipes, you’ll see the most popular recipes on the home page, chosen by fellow Pinners. Or, if you head to Zappos.com to get started on your holiday shopping, you can browse in-demand products. Need a good book to read while you’re curling up at the fireplace this season? Go to RandomHouse.com to see the books Pinners are enjoying most.

Here’s a screenshot of what those Pinterest pages can look like, using Zappos.com as an example:

Not all brands are handling the pages in the same way. The API plus a little creativity means these pages can be tailored. Here’s what the Pinterest page on Elle.com looks like:

The pages will retain up-to-date information and preserve the social elements of Pinterest.

From Pinterest:

The Pins on these sites and mobile apps will regularly update, so you always see what’s trending. If you see something you like, you can Pin it right from the site without having to take a break from shopping, reading or browsing.

For now, Pinterest says it’s working with a select group of brands for this feature, but no doubt it will open up to all Pinterest users if they see positive results.

“It’s good exposure for us,” Steve Patrizi, Pinterest’s head of partner marketing, told the Wall Street Journal. “For some users, this will be their introduction to see what Pinterest does. But really, the primary intention is this benefits our partners, to help them better surface their content and make it easier for people using Pinterest to discover great content.”